Entrepreneur and Author Peter Shankman has a new book out – his first ‘non-business’ book – and I got a chance to talk to him about it on this week’s TradeshowGuy Monday Morning Coffee. The book is called “Faster Than Normal,” and the topic was a good one for discussion:
One of our go-to vendors in the tradeshow world is Classic Exhibits. They’re an ambitious and creative bunch, replete with designers and fabricators that have been able to do anything we and our clients have asked. This week I sat down with VP of Business Development Mel White to discuss a couple of things: the exhibit rental market and the additions they’ve made to their online Exhibit Design Search. Take a look / listen:
Mel’s ONE GOOD THING was attending the Salem-Keizer Volcanoes at 9 am and witnessing the eclipse!
My ONE GOOD THING: Steely Dan. Walter Becker of the band passed away this month, so it’s been good to go back and listen to some of the great songs that Becker and his writing partner Donald Fagen have given us over the years. In fact, it wasn’t long ago I ran across a great video on how Steely Dan composes a song: Take a look:
When it comes to assembling a list of what it takes to be a tradeshow road warrior, there’s nothing like tripping around the web to see what other people say, right? I travel a handful of times a year for work, and maybe a time or two for pleasure, but the real road warriors know more than I. Let’s take a look:
At Inc.com, Suzanne Lucas takes the flip perspective: 10 Tips to Survive Life with a Road Warrior. If you’re a spouse or partner who’s home with the kids, life can be difficult. She offers tips such as making use of technology to stay in touch, don’t save things until he gets home, make family a priority and more.
From the Wrike blog for brilliant teams, Emily Bonnie offers Road Warrior Productivity: Must-Have Tips and Tools. Tips include carrying extra business cards, tackling the busy-work (emails, expense reports, organizing your computer, etc.). Tools include having a good battery backup for devices, staying hydrated during long flights, and taking podcasts along.
In this First Day of Spring vlog, I discuss skiing in the rain and sun on the same weekend, listening to podcasts by Peter Shankman and Chris Ducker, and the logistics of shipping your tradeshow exhibit:
When it comes to sales, you are in charge. Nothing happens in a business until a sale happens. Without the sale, nobody in the company is asked to build or provide anything to a client. Nobody is able to send out an invoice or bill. No money comes in, no bills get paid, no employees get paid. So until a sale happens, whether it’s on the street, in the store, online or at a tradeshow, nothing happens.
This was one of the first lessons I got when I moved away from talking into a microphone for a living to selling tradeshow exhibits. It puts a lot of pressure on ya! But it also opens doors to growth that you might not often recognize, or otherwise have in your life.
As a company owner at TradeshowGuy Exhibits, I’m responsible for many things – one of them is to bring in business: to make a sale. And frankly, it’s a competitive marketplace. There are a lot of good tradeshow companies, designers and fabricators out there. So, like any other company, we’ve tried any number of things: advertising in local and national publications, Google Adwords, sending out regular newsletters, soliciting referrals from current clients, blogging and other types of inbound marketing, social media outreach, walking the floor at tradeshows, gathering information on exhibitors to follow up later…and cold calling.
But, you say…Isn’t cold calling a good way to bug people? To interrupt them? To intrude upon their busy day? After all, in this online world, if people want to find what you’re selling, shouldn’t they be able to do it online? Certainly, but since being online in a crowded world isn’t perfect, businesses need to be able to reach potential buyers directly.
And that means cold calling.
Frankly, I’ve never been a big fan of cold calling for a number of reasons, but as my Sandler Sales trainer keeps telling me, “You don’t have to like it you just have to do it.” And with better tools and more effective questions, it becomes easier. And, as with any other selling method, it can bring in business.
In the past 30 days of cold calling I’ve uncovered several leads for potential projects. I’ve even found half a dozen people that told me “you should have called a couple of weeks ago!” as they just made a deal for a project.
Which tells me a number of things:
Businesses are buying
Every business is in a different situation and you might be exactly what they’re looking for
If you use cold calling as part of your selling strategy, as in any part of your strategy, you’ll continue to uncover leads
So to bring this around full circle and relate it to tradeshow marketing, it’s worth doing. Your audience – your potential clients – are all in different situations. Some may have just purchased exactly what you’re offering. Others may not need your services for another year or more. But some will be in the perfect sweet spot where their needs match up with your product, service and capabilities.
“Outside the box.” Should you be thinking about your tradeshow marketing using an outside-the-box approach?
Well, that depends. If you can come up with an unusual way to draw crowds, or do pre-show marketing that whets attendees’ appetites, I think you’ve got something going.
But if you’re looking for something outside the box when it comes to actual execution of all of the needed elements, you’re probably better off drawing inside the lines.
When it comes to greeting visitors with a smile, having a pertinent question for them, and responding to questions with accuracy and integrity, you’re on the right track.
When it comes to having a booth that meets all of your function needs, from attractive graphics and proper demo or sample areas to storage and meeting, you’re probably going to want to do it by-the-book.
When it comes to tracking lead generation, sales follow up and tracking ROI, keep it on the straight and narrow.
In other words, do all you need to do using tried-and-true activities designed to effectively execute the functions of exhibiting – stay inside the box – and you’ll be happier for it.
But when it comes to getting people’s attention through what might be considered outlandish or outside-the-box promotional methods, have at it.
Just make sure that once all of those people get to your booth, you have the systems and experience in place to benefit from them.
Competition on the tradeshow floor is fierce, and it’s not going to get any easier. You might say it’s more competitive than ever! Your fellow exhibitors are bringing more people to their booth, giving away more samples, doing more in-booth and doing better in the things you don’t see at the booth, such as pre-show marketing, social media and follow-up.
What are you doing to step up your tradeshow game?
Here are 6 ways to step up your tradeshow game to at least keep pace with fellow exhibitors.
Bring Your “A” Game. You can characterize this a hundred ways, but it really means to step up your performance, do better than the last time, stay disciplined and focused so that almost nothing misses your gaze.
Have a better sample for giveaway. This could mean anything from working with your promotional products associate to brainstorm a different giveaway to having a premium gift for those that respond to a pre-show marketing mailer.
Catch eyeballs! Every booth is vying for eyeballs. What message is your exhibit saying? Whether it’s a 10×10 booth or a giant island, it still should communicate a clear and concise message and do it in a manner that catches eyeballs. Sometimes that’s graphics, sometimes it’s a compelling and bold statement or question.
Give visitors something to do. There are discussions to be had regarding the differences between flashy colorful booths or having something interactive. Both have their valid points. But if you can create an interactive booth and give a visitor something to do that’s engaging, creative and keeps them around for at least five minutes, you’ll definitely be stepping up your tradeshow game beyond many of your competitors.
Pay attention to visitors. It’s too easy to slip into ‘silent’ mode by pulling out your phone to check email, ready Facebook or text someone when crowds are light. But it’s at that moment when someone may come by, see that you’re engaged and keep walking.
Put on a smile. The only thing more welcoming to someone than a smile is to greet them with their name. If you don’t know their name, at the very least give them a smile!
How many rules of tradeshow marketing are there really? Who knows? Pick a number!
In 2009 I wrote an e-book called “101 Rules of Tradeshow Marketing” which eventually was downloaded 5,000 or so times. A couple of years ago I revised it and put it back out there in the cloud for free.
As we’re doing a webinar-a-month this year, I wanted to revisit the concept of ‘rules of tradeshow marketing’ but didn’t feel that I could do 101 rules justice in a 45-minute webinar. Hence, the somewhat random choice of just 27 rules.
In any event, you should join us for the webinar. It’s coming up April 19th, 2016 at 9 am Pacific / 10 am Mountain / 11 am Central and noon Eastern. Sign up as usual at TradeshowGuyWebinars.com.
And yes, at the end I’ll make sure you get your own copy of the e-book that started it all: 101 Rules of Tradeshow Marketing.
If you want to create content that really cuts through all of that internet noise, you’ve come to the right place! We recently hosted Lisa Apolinski of 3 Dog Write for the webinar “Creating Content That Cuts Through the Internet Noise.” Lisa is sharp, experienced and shared a lot of great tips in this webinar. Hope you enjoy the replay: